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According to latest Roy Morgan research, eBay is king of online shopping ahead of online marketplace giants such as Gumtree, Amazon & Kogan.

Nearly 14 million Australians aged 14+ now visit online shopping or auction sites in an average four weeks – that’s nearly 70%. These are the latest results from Roy Morgan Single Source derived from in-depth face-to-face interviews with 1,000 Australians each week, 50,000 each year.

However, the figures show there is still a certain amount of ‘window-shopping’ even online as the latest research released by Roy Morgan last week shows around 9.5 million Australians (47%) actually purchase something online in an average four weeks.

This gap of over 4 million Australians who browse online shopping and auction sites but don’t follow through with an online purchase represents, according to Roy Morgan, a huge opportunity for online shopping and auction sites to exploit.

eBay, according to the research, is Australia’s favourite online shopping or auction site with over 9.4 million Australians visiting the site in an average four weeks ahead of local Australian second-hand shopping site Gumtree with 5.6 million visitors. Amazon sits in third with 4.7 million visitors twice as many as fourth placed Kogan with nearly 2.3 million visitors.

Other online shopping and auction sites to attract in excess of 1 million visitors in an average four weeks include Groupon with nearly 1.8 million visitors, Catch with over 1.2 million visitors and OzBargain with over 1.1 million visitors.

Analysing the online shopping visitation by gender shows over 7 million women visit an online shopping or auction site in an average four weeks ahead of around 6.9 million men.

According to the research, significantly more women than men visit Groupon, Catch, MyShopping, Scoopon and LivingSocial while significantly more men than women visit Kogan, OzBargain and GraysOnline.

Michele Levine, CEO, Roy Morgan, said online shopping in Australia is booming (led by eBay, Gumtree, Amazon, Kogan and Groupon), but there are still millions of consumers not visiting online shopping sites at all, and over 3 million that browse but don’t purchase.

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Gali Blacher

Gali Blacher

Gali Blacher, editor, Dynamic Business

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